Challenges of Marketing to Asian Consumers: Exploring the Influence of Different Cultures, Life Styles and Values on Consumer Behaviour in Asia

Access Status

Authors

Date

Type

Metadata

Citation

Sharma, P. and Chung, C.M. and Erramilli, M.K. and Sivakumaran, B. 2007. Challenges of Marketing to Asian Consumers: Exploring the Influence of Different Cultures, Life Styles and Values on Consumer Behaviour in Asia. In Handbook of Research on Asian Business, ed. Henry Wai-Chung Yeung, 125-143. Cheltenham, UK:: Edward Elgar Publishing.